Now I’m interested. Tell me more.

Brainstorm all the questions that your readers might expect the report to answer. Order them from most important — from the readers’ perspective — down to least important. That way, if readers give up reading halfway through, they will still take in the important information.

‘What improvements are you suggesting?’

‘How much will it cost in time and money to make the improvements?’

‘What other options did you consider, and why did you dismiss them?’

‘What were the good things about our content management system?’

‘What were the problems with our content management system?’

‘How did you assess the system?’

‘Who did you interview and why did you choose them?’

‘What did they say when you interviewed them?’

Same content; better order

By following your readers’ likely questions, you include the same content you’d have in an introduction → body → conclusion structure. But it’s in a more compelling order for the reader.